The Best Marketing Automation - B2B Software in 2026
We researched B2B marketing automation products using official vendor websites, including pricing pages, plan tables, and product documentation. Rankings consider how well each product handles marketing automation's core job, value for money, and verified features. This category focuses on software for B2B campaign and lead-nurture workflows.
Our top picks
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Top ranked
HubSpot Marketing Hub#1 of 219.3/10A broad marketing hub combining automated campaigns, lead scoring, forms, and CRM connections.
Free plan · 14-day trial
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Runner-up
Adobe Marketo Engage#2 of 219.2/10Deep B2B nurture, scoring, CRM sync, and attribution with sales-led pricing.
Pricing on request
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Top-ranked free plan
GetResponse#5 of 218.9/10Email-led automation with segmentation, ecommerce tools, and a free plan.
Free plan · 14-day trial
Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.
The full ranking 21 tools, best first
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Best forTeams wanting a broad, established all-in-one hub
A broad marketing hub combining automated campaigns, lead scoring, forms, and CRM connections.
- Lead scoring
- Email automation
Free plan · 14-day trial Our HubSpot Marketing Hub verdict → Visit HubSpotFor vendors Sponsor this spot · #1 · $149/mo →9.3/10★★★★★Visit HubSpot -
Best forB2B teams needing deep nurture and attribution
Deep B2B nurture, scoring, CRM sync, and attribution with sales-led pricing.
- Lead scoring
- Email automation
9.2/10★★★★★Visit Adobe Marketo -
Best forEnterprise teams orchestrating account-based journeys
Coordinates account and person journeys with buying-group scoring and cross-channel engagement.
- Lead scoring
- Email automation
9.1/10★★★★★Visit Adobe -
Best forSalesforce-centric mid-market and enterprise teams
A Salesforce-connected B2B automation suite with a high annual-billing entry price.
- Lead scoring
- Email automation
9.0/10★★★★☆Visit Salesforce -
Best forTeams seeking affordable automation beyond email
Email-led automation with segmentation, ecommerce tools, and a free plan.
- Landing pages
- Email automation
Free plan · 14-day trial Our GetResponse verdict → Visit GetResponseFor vendors Sponsor this spot · #5 · $59/mo →8.9/10★★★★☆Visit GetResponse -
Best forGrowing teams needing automation and integrations
Email, automation, segmentation and CRM tools, with features that vary by plan.
- Landing pages
- Email automation
8.8/10★★★★☆Visit ActiveCampaign -
Best forBudget-conscious teams needing multichannel journeys
A broad journey and campaign toolkit with an annual-billed entry price of $14 per month.
- Lead scoring
- Email automation
8.7/10★★★★☆Visit Zoho -
Best forTeams wanting open-source control and self-hosting
Mautic combines open-source control with campaign automation, scoring, forms, and tracking.
- Lead scoring
- Email automation
8.6/10★★★★☆Visit Mautic -
Best forMid-market teams coordinating multichannel campaigns
A multichannel automation suite for teams coordinating journeys, scoring, and segmentation.
- Lead scoring
- Email automation
8.4/10★★★★☆Visit Act-On -
Best forTeams combining lead capture with field sales
LeadSquared connects lead capture, marketing workflows, and mobile field sales.
8.3/10★★★★☆Visit LeadSquared -
Best forSmall teams needing multichannel automation
B2B automation combines lead scoring, CRM, workflows and multichannel campaigns.
8.2/10★★★★☆Try Aritic PinPoint -
Best forTeams prioritizing customer data and omnichannel journeys
A broad journey and campaign toolkit, with a $199 monthly entry price and no free plan.
- Lead scoring
- Email automation
8.1/10★★★★☆Visit Ortto -
Best forSmall businesses wanting a free CRM-plus-marketing suite
A free CRM with marketing workflows and sales tools, aimed at small businesses.
7.9/10★★★★☆Visit EngageBay -
Best forEnterprises focused on real-time offer personalization
A focused engine for enterprise offer decisioning across web and API-connected channels.
7.8/10★★★★☆Visit HCLSoftware -
Best forTeams combining sales pipelines with email and SMS
A combined CRM and marketing automation platform for teams that need sales pipelines and messaging.
7.7/10★★★★☆Visit Ontraport -
Best forTeams prioritizing landing pages and lead capture
A lead-capture-focused marketing platform with testing, analytics and sales automation.
7.6/10★★★★☆Visit Wishpond -
Best forTeams building CRM-connected campaign workflows
Configurable, cross-channel workflows with lead scoring and CRM connections.
- Lead scoring
- Email automation
7.5/10★★★★☆Visit emfluence -
Best forTeams tying email journeys to Dynamics events and webinars
A Dynamics-centered automation suite for email journeys, lead scoring, events and SMS.
- Lead scoring
- Email automation
7.4/10★★★★☆Visit Click -
Best forTeams needing self-hosting and Salesforce campaign sync
Visual multichannel automation with Salesforce sync, at a substantial entry price.
- Salesforce sync
- Landing pages
- Lead scoring
7.3/10★★★★☆Visit SimplyCast -
Best forTeams seeking an all-in-one CRM with mobile access
A broad CRM combining pipelines, journeys, workflows, and operations in one system.
7.2/10★★★★☆Visit GreenRope -
Best forTeams needing conditional nurture and lead scoring
Conditional nurture and lead scoring span channels, but entry starts at $320 per month.
- Salesforce sync
- Lead scoring
- Email automation
7.1/10★★★★☆Try LianaAutomation
No tools match those filters.
Compare at a glance
| # | Tool | Free plan | Paid from | Email automation | Lead scoring | Score |
|---|---|---|---|---|---|---|
| 1 | HubSpot Marketing Hub | Yes | Yes | Yes | 9.3 | |
| 2 | Adobe Marketo Engage | No | Yes | Yes | 9.2 | |
| 3 | Adobe Journey Optimizer B2B Edition | Yes | Yes | 9.1 | ||
| 4 | Salesforce Account Engagement | No | $1,250/mo | Yes | Yes | 9.0 |
| 5 | GetResponse | Yes | $15.58/mo | Yes | 8.9 | |
| 6 | ActiveCampaign | No | Yes | 8.8 | ||
| 7 | Zoho Marketing Automation | No | Yes | Yes | 8.7 | |
| 8 | Mautic | Yes | €247.50/mo | Yes | Yes | 8.6 |
| 9 | Act-On | Yes | Yes | 8.4 | ||
| 10 | LeadSquared | No | 8.3 | |||
| 11 | Aritic PinPoint | Yes | $59/mo | 8.2 | ||
| 12 | Ortto | No | $199/mo | Yes | Yes | 8.1 |
| 13 | EngageBay | Yes | $11.04/user/mo | 7.9 | ||
| 14 | HCL Unica Interact | No | 7.8 | |||
| 15 | Ontraport | No | $83/mo | 7.7 | ||
| 16 | Wishpond | 7.6 | ||||
| 17 | emfluence Marketing Platform | Yes | Yes | 7.5 | ||
| 18 | Click | Yes | Yes | 7.4 | ||
| 19 | SimplyCast Marketing Automation | No | $229/mo | Yes | Yes | 7.3 |
| 20 | GreenRope | No | 7.2 | |||
| 21 | LianaAutomation | No | $320/mo | Yes | Yes | 7.1 |
Head-to-head All 17 comparisons →
- HubSpot Marketing Hub vs Adobe Journey Optimizer B2B Edition
- HubSpot Marketing Hub vs Salesforce Account Engagement
- Adobe Marketo Engage vs Adobe Journey Optimizer B2B Edition
- Adobe Marketo Engage vs Salesforce Account Engagement
- Adobe Marketo Engage vs Mautic
- Adobe Journey Optimizer B2B Edition vs Salesforce Account Engagement
- Adobe Journey Optimizer B2B Edition vs GetResponse
- Adobe Journey Optimizer B2B Edition vs ActiveCampaign
- Adobe Journey Optimizer B2B Edition vs Zoho Marketing Automation
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How we rank marketing automation - B2B software
Every tool on this page was researched by iTechGuides Editors from its official website — pricing pages, plan tables and product documentation. We rank on how well each one does this category's core job, what the free or entry plan includes, and where it falls short. Where we have enough verified facts, the score out of 10 is a rubric — job fit, value and how much we could verify — shown with its breakdown on every tool's page; a tool we have not verified enough to score yet shows its rank without a number. Scores are re-checked when a product changes its plans. Read the full editorial policy, or submit a tool we missed.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Last updated · How we research and update